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Tuesday, January 29, 2008

The fight between Frank Mir and Brock Lesnar at UFC 81: Breaking Point™ is one of the most highly anticipated bouts in mixed martial arts history. The CEO of MMAWarehouse.com, one of the largest MMA clothing retailers, talks about the event and how it has opened up valuable, new marketing channels to advertisers. He also highlights their sponsorship of Frank Mir.

January 29, 2008 -- While many sports fans are talking about Tom Brady versus Eli Manning this week, the 18 to 35-year-old demographic has its' eyes on an even bigger matchup. That matchup, of course, falls on "Super Saturday" at UFC 81: Breaking Point™. That's when Ultimate Fighting Championship® heavyweight Frank Mir takes on former WWE® superstar Brock Lesnar in what many are calling the most highly anticipated mixed martial arts (MMA) fight of all time.

"This fight is absolutely huge and it's been building up for months now," says Mika Casey, 25-year-old CEO of MMAWarehouse.com, one of the largest MMA clothing and fight gear retailers in the world. "Like many people, I grew up watching pro wrestling. When I started watching MMA, I always wondered how some of my favoritepro wrestlers would do in a real fight, and now we get to find out!"

Other than a curiosity in the fight's outcome, Mr. Casey's company has also invested its biggest marketing dollars to date in both the fight and its surrounding events. Highly viewed mixed martial arts events, such as the Ultimate Fighting Championship(r), have created entirely new channels for advertisers that are not that unlike sponsorships of NASCAR(r) drivers.

Frank Mir, whom MMAWarehouse.com has sponsored for his last four fights, will have the company's name plastered across the posterior of his fight shorts and on a banner which will be hung behind him during the official fighter introductions. Companies will also bid for other locations on his shorts as well as on the fight shirt he wears out to The Octagon™. With viewers estimated to be in the millions, a fighter's clothing has become valuable real estate.

Even after all the punches have been thrown and a victor has been declared, the advertising opportunities don't end. MMAWarehouse.com has signed on as a presenting sponsor of Mr. Mir's official after-party at the Rum Jungle nightclub located at the Mandalay Bay Resort and Casino, where the fight is being held. Fighters oftenearn just as much or more from their sponsorships as they do from their actual fight purse.

Casey added, "We're really excited to be involved with not only this fight, but also the entire weekend as I feel it will draw a lot of crossover fans to the sport. Whether they watch it on PPV or travel out to Las Vegas to watch it in person, we want let them know that we're the place to get the latest MMA clothing as well as gear such as MMA gloves and fight shorts." He further added, "Being associated with a high-profile fighter like Frank is a great way to establish that credibility."

About MMAWarehouse.com:

MMAWarehouse.com was founded in 2004 to provide consumers a wide selection of MMA clothing and fight gear. The company physically warehouse 99% of its inventory, stocks over 30 of the most popular brands on the market and ships most orders out same day.